Abstract and keywords
Abstract (English):
The study of the national media market is particularly relevant because it is heavily influenced by political, information and production risks. Accumulating significant material, labor and information resources, the media market requires an analysis of the current state, trends and development prospects. The scientific works present the media business theory and its key concepts as well as, a new scientific direction media economics that studies economic laws in relation to the media business. However, there is still no single methodology for assessing the state of the media market, including regional. The markets of individual segments are mainly analyzed, for example, the television industry, online advertising, etc. In 2023 the national media market experienced an upsurge after the crisis of 2022, primarily due to the advertising market; it was influenced by such factors as the development of e-commerce, the emergence of new brands and promotion channels, digitalization, convergence and diversification. In addition to macroeconomic factors, the development of the regional media market is also influenced by regional factors due to the socio-economic development of the region. The analysis of the main socio-economic development trends of the Kemerovo region – Kuzbass uncovered the factors influencing the media market: demographic factor, agglomeration effect (North and South Kuzbass agglomerations), industrial production and its location income of the population. The analysis of the regional media market made it possible to assess organizations working in the field of information and communications, to draw conclusions about the predominant development of the advertising market, including outdoor advertising, and to determine the distribution of radio and the place of the Kuzbass Media Group in the market.

media industry, dual media market, media product, online advertising, media holding, e-commerce
Publication text (PDF): Read Download

1. The internet and the mass media, eds. Küng L., Picard R., Towse R. L.: Sage, 2008, 200.

2. Doyle G. Understanding media economics. L.: Sage, 2013, 232.

3. Matthews L. Social media and the evolution of corporate communications. The Elon Journal of Undergraduate Research in Communications, 2010, (1): 17-23.

4. Vartanova E. L. Media theory: domestic discourse. Moscow: MSU, 2019, 224. (In Russ.) https://elibrary.ru/klsjod

5. Vartanova E. L. Changing Russian media industry: theoretical approaches. Vestnik of Saint Petersburg University. Language and Literature, 2018, 15(2): 186-196. (In Russ.) https://doi.org/10.21638/11701/spbu09.2018.203

6. Vartanova E. L., Vyrkovsky A. V., Makeenko M. I., Smirnov S. S. Russian media industry: digital future. Moscow: MediaMir, 2017, 160. (In Russ.) https://elibrary.ru/ytbqmt

7. Kolomiets V. P. Media research: industrial demand and academic capability. Vestnik Moskovskogo universiteta. Seriya 10. Zhurnalistika, 2015, (6): 50-63. (In Russ.) https://elibrary.ru/vfzgkh

8. Kiriya I. V., Novikova A. A. History and theory of media. Moscow: HSE, 2017, 423. (In Russ.) https://elibrary.ru/yjilmf

9. Smirnov S. S. Media industry in Russia as a phenomenon beyond statistics. Vestnik Moskovskogo universiteta. Seriya 10. Zhurnalistika, 2010, (6): 178-187. (In Russ.) https://elibrary.ru/nceueb

10. Smirnov S. S. Media holdings of Russia: national experience of media concentration. Moscow: MediaMir, 2014, 160. (In Russ.) https://elibrary.ru/wesmzd

11. Fomina A. N. Conceptualizing the concept of the media industry. Kreativnaya ekonomika, 2023, 17(1): 71-90. (In Russ.) https://doi.org/10.18334/ce.17.1.116957

12. Voichenko N. G. The dual nature of the information media products, their designation for readers and advertisers under the conditions of the modern media market. Voprosy teorii i praktiki zhurnalistiki, 2014, (3): 46-53. (In Russ.) https://elibrary.ru/snrsej

13. Tkachev V. V. Trends in the development of the Russian internet advertising market in 2023. International Journal of Humanities and Natural Sciences, 2023, (5-5): 106-108. (In Russ.) https://doi.org/10.24412/2500-1000-2023-5-5-106-108

14. Iliukhin A. K. Analysis of competitors in the field of online advertising. Symbol of Science: an international scientific journal, 2022, (4-2): 45-50. (In Russ.) https://elibrary.ru/qajqyb

15. Frolov D. P., Matytsin D. E. Post-crisis trends of development of the tele-industry: new challenges for marketing and management. National Interests: Priorities and Security, 2012, 8(15): 25-30. (In Russ.) https://elibrary.ru/owkxhn

16. Kirilenko V. P., Kolobova E. Yu. Media business development in the context of global digitalization. Administrative consulting, 2021, (2): 127-142. (In Russ.) https://doi.org/10.22394/1726-1139-2021-2-127-142

17. Moskovkina Iu. Iu. New types of media as mass communication. Molodoi uchenyi, 2018, (52): 239-241. (In Russ.) https://elibrary.ru/ysbivv

18. Nosovets S. G. New media: defining the notion. Communication Studies, 2016, (4): 39-47. (In Russ.) https://elibrary.ru/xqtzrj

19. Borisova S. G., Biryukov V. A. Transformation of media industry in terms of information and network economy. News of higher educational institutions. Problems of printing and publishing, 2014, (4): 122-130. (In Russ.) https://elibrary.ru/taactj

20. Economics and Media Management, comp. Vartanova E. L., Gurevich S. M. Moscow: VK, 2005, 20. (In Russ.) https://elibrary.ru/quzkhl

21. Klimin A. I. Introduction to Media Economics. St. Peterburg: SPUFT, 2020, 92. (In Russ.)

22. Barsukov D. P., Kachuk V. N., Klimin A. I. Media economics and major trends of modern television. St. Petersburg Economic Journal, 2017, (4): 84-93. (In Russ.) https://elibrary.ru/zxxomr

23. Gorelkina A. V. Analysis of methodological approaches and tools for the formation of an effective business model of the functioning of the media holding. Economics of Sustainable Development, 2013, (4): 65-69. (In Russ.) https://elibrary.ru/zirlib

24. Gorelkina A. V. On the formation of an effective business model in the media market. Vestnik Altaiskoi akademii ekonomiki i prava, 2019, (10-3): 19-22. (In Russ.) https://doi.org/10.17513/vaael.903

Login or Create
* Forgot password?